Feature

Nielsen's Measured Approach

Nielsen has a near monopoly in measuring TV viewership -- and a new growth plan. Shares could rise 40%.

"Words are words, explanations are explanations, promises are promises, but only performance is reality," the celebrated businessman Harold Geneen once said. That accounts for the enduring popularity of the Nielsen TV ratings system, the flagship product of Nielsen Holdings. Nielsen's ratings, prized by advertisers, are why the Super Bowl can charge $8 million for a minute of commercials. Nielsen's enviable client list is topped by customers who've used its services for more than 30 years.